The definitive guide to strategic content marketing : perspectives, issues, challenges and solutions / Lazar Dzamic and Justin Kirby
نوع المادة : نصاللغة: الإنجليزية الناشر:London : New York : Kogan Page Ltd, 2018الطبعات:1 Editionوصف:xxii, 266 pages : illustrations (black and white) ; 24 cmنوع المحتوى:- text
- unmediated
- volume
- 9780749482220
- 0749482222
- HF5415.1265 .D93 2018
نوع المادة | المكتبة الحالية | رقم الطلب | رقم النسخة | حالة | تاريخ الإستحقاق | الباركود | |
---|---|---|---|---|---|---|---|
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.1265 .D93 2018 (إستعراض الرف(يفتح أدناه)) | C.1 | Library Use Only | داخل المكتبة فقط | 30020000091196 | ||
كتاب | UAE Federation Library | مكتبة اتحاد الإمارات General Collection | المجموعات العامة | HF5415.1265 .D93 2018 (إستعراض الرف(يفتح أدناه)) | C.2 | المتاح | 30020000091195 |
Browsing UAE Federation Library | مكتبة اتحاد الإمارات shelves, Shelving location: General Collection | المجموعات العامة إغلاق مستعرض الرف(يخفي مستعرض الرف)
HF5415.1265 D73 2012 Social marketology : improve your social media processes and get customers to stay forever / | HF5415.1265 .D84 2013 Business gamification for dummies / | HF5415.1265 .D84 2013 Business gamification for dummies / | HF5415.1265 .D93 2018 The definitive guide to strategic content marketing : perspectives, issues, challenges and solutions / | HF5415.1265 .D93 2018 The definitive guide to strategic content marketing : perspectives, issues, challenges and solutions / | HF5415.1265 .E22 2012 E-marketing : concepts, methodologies, tools, and applications / | HF5415.1265 .E22 2012 E-marketing : concepts, methodologies, tools, and applications / |
Includes bibliographical references
Introduction: mapping the content marketing territory -- Content marketing : a new and better promise? -- Why content is seen as the solution to current marketing challenges -- Experience economy : brand and customer experience as content enablers -- How content can help build sustainable brands with better purposes -- How content changes the way we all do business -- Creative agency perspective : how content impacts creativity, process and revenue -- Media agency perspective : how content impacts creativity, process and revenue -- Creativity, media planning and the role of content in the consumer journey -- Content distribution and its role in the consumer journey -- Content and storytelling in the age of user data abundance -- The evolution of content formats : from text to video to AR/VR to AI -- How to measure and evaluate content marketing -- Key measurement issues relating to content marketing -- Content marketing : not such a new and better promise? -- The rejecter's manifesto : key arguments against the content marketing "mirage" -- Content marketing and ethics : challenges, threats and balancing acts -- Conclusions
"Marketers everywhere are talking about content, but not everyone is saying the same thing. Some professionals love content and believe it has revolutionized the practice of marketing. To others, it's mere hype: a new name for what marketers have always done. The Definitive Guide to Strategic Content Marketing brings together all of these diverse perspectives, structuring them around useful key topics that provide insight into the multi-faceted nature of content marketing, featuring interviews with leading academics, industry experts, global thought leaders and influencers. The editors of The Definitive Guide to Strategic Content Marketing weave different voices together to present a balanced view of content marketing, grouping the discussion around relevant subjects such as content monetization, native advertising, visuals vs video, and the challenge of measuring results. This structure allows readers to move through the book according to their interests, and cherry-pick the most useful aspects of each discussion to apply to their own marketing initiatives."--Provided by publisher